A website is an integral part of your brand’s marketing strategy. If you own a business, you need a website. Think of a website as a single tool that markets your business, acts as point of sale, improves customer engagement and helps enhance brand reputation and authority. If it is doing all these things, it figures that your website must be really well-designed.

A ‘well-designed’ website in this particular case means a website that is not only well-crafted but also immensely persuasive. It must talk to its intended audience in their language and deliver on client, as well as, user expectations. The design must give the website a specific personality that visitors can identify with and which will encourage them to go through a website.

This personality must be a reflection of the values, mission, USP and objectives that the website represents. So, how do you create a website that has ‘personality’ and not just any personality, but the kind that helps create the right impression in the minds of your visitors, enough to convert them into leads and paying customers.

While it is not easy to infuse a website with personality, it is absolutely imperative that you must take the right designing decisions to instill your website with distinctive characteristics that make it more competitive.

So, let’s take a look at a few tips that will help you do just that:

1. Understand the Objective

Define objective

What is the reaction you want to get out of your website visitors? How do you want them to feel when they go through your website? Do you want them to feel, happy, envious, sympathetic or something else? As a designer, you will need to hammer out an answer to this question. You need to discuss this issue threadbare with the client who is commissioning the site. You need to be well aware of the client’s objectives from the project and clearly define a designing roadmap that will help you come up with a website that meets precise client requirements. This will also help you define a personality that is in sync with website objectives.

2. Right Images

Images are one of the most important design elements on your website. The use of right images has a twofold benefit – It enhances the visual quotient of the site and increases emotive appeal. You can also use appropriate images to highlight the personality of the brand. In fact, images can be your simplest ticket to a website with its own individuality.

Choose right images

For e.g. the images of ‘happy’ people on the Shoreline website gives an indication of the kind of products that the company delivers, the kind that bring a smile on the faces of users. The website through its use of images exudes a ‘cheerful personality’.

3. Choice of Typography

The use of the right typography can help reflect the character of your brand. It can also help your site appear more personal.

Select right typography

Select right typography

Cirq and Polecat are two text book examples of websites that are making picture perfect use of typography. While the former wants to use typography as a means to deliver a rustic and retro effect, the latter uses the right type that gels perfectly with the fun visuals on the site. These websites clearly display how the use of the right typefaces can instill a site with a unique character.

4. Tell your Brand Story

Every brand has a story. Use your website as a platform to tell this story to your target audience. Storytelling is one of the best ways to capture the attention and imagination of website visitors. Use a collection of web design elements in a way that makes visitors want to go through the whole story. Take a look at these sites:

Brand story

Rule of Three takes visitors through the importance of ‘content’ as they scroll downwards. The story also underlines this copywriting studio’s ability to come up with fantastic content; essentially what it is doing is underscoring the brand’s personality in big bold terms.

Elaborate brand story

Bagigia is a fantastically designed site that uses storytelling to highlight the design of its product. It’s a great way of showcasing the brands skills and also emphasizes the unique “personality” of the brand.

There is no doubt storytelling is one of the best ways of making an impression on the website’s intended audience.

5. Get Inspired

There are a number of websites out there that have personality. You take one look at them and you want to know more about the business they represent. What’s more, by going through some of these popular sites, you realize a website doesn’t need to use a collection of striking images or extremely unique typography to make its point.

The keyword here is relevant.

Your designing choices must be relevant in relation to your needs and objectives. That’s when the website can strike a chord with its audience.

Inspiring visuals

Shake Shack uses a nice little mix of people images and food visuals to make its point and reveal the personality of the brand. It doesn’t try too hard to make its point; in fact the website design will come across as fairly minimalist. But, it does deliver its message beautifully and that’s what counts.


These are just some of the many ways you can inject a bit of personality into your site. The idea is to make a concerted attempt to create a site that impresses, engages and interests. Remember, your website visitors have a number of choices on offer when it comes to websites offering products and /or services similar to yours. This is where ‘personality’ enters the picture to differentiate your website from the rest.


Pete Peranzo

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